Virgin America (A) / Adam Berman, Frank Schultz.
This case illustrates how Virgin America, founded in 2007, carved a niche of dedicated urbanite-flyers in the highly competitive but staid airline industry by redefining the passenger flying experience. In 2012, approximately 20 percent of Virgin Americas passengers accounted for 80 percent of the a...
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| Main Authors: | , |
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| Format: | Ebook |
| Language: | English |
| Published: |
London :
SAGE Publications Ltd,
2017.
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| Series: | SAGE Knowledge. Cases.
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| Subjects: | |
| Online Access: | SAGE |
| Summary: | This case illustrates how Virgin America, founded in 2007, carved a niche of dedicated urbanite-flyers in the highly competitive but staid airline industry by redefining the passenger flying experience. In 2012, approximately 20 percent of Virgin Americas passengers accounted for 80 percent of the airlines revenue. The A case begins with Virgin Americas launch in August 2007, when the airline began with transcontinental flights between New York City and Los Angeles and San Francisco, and then goes through August 2012, after the airline had expanded into 19 market destinations across the United States and Mexico but was still unprofitable. In the A case, the dynamics of the airline industry, customer experience and loyalty, and niche marketing are explored. The A case ends with several questions, including those asking students to evaluate Virgin Americas business model and to identify the action steps needed to reach profitability. The B case then covers Virgin America during 2013 and the decisions Cush and his management team made to make the airline profitable that year, an important financial milestone prior to any possible IPO. The C case concludes with Virgin Americas successful IPO in November 2014. |
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| Item Description: | Originally published: Berman, A., & Schultz, F. (2016). Virgin America (A). The Berkeley-Haas Case Series. University of California, Berkeley. Haas School of Business. |
| Physical Description: | 1 online resource : illustrations. |
| ISBN: | 1526407817 9781526407818 |